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How can you use reciprocity and likability to build better relationships in direct sales?

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Reciprocity and likability are two powerful principles of persuasion that can help you build better relationships in direct sales. Reciprocity means that people tend to return favors and feel obligated to repay kindness. Likability means that people tend to buy from and trust those who they like and relate to. In this article, you will learn how to use these principles effectively in your direct sales business.

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1 Give value first

One of the best ways to use reciprocity in direct sales is to give value to your prospects and customers before asking for anything in return. This can be done by offering free samples, discounts, bonuses, referrals, testimonials, or valuable information. By giving value first, you create a positive impression, establish trust, and generate goodwill. You also make your prospects and customers feel more inclined to buy from you, recommend you, or join your team.

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Jermane Cheathem

Mid-Career Professionals, Escape the 9-5: Achieve Financial, Time, and Location Freedom with a Simple Equipment Finance Business
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Personalized anything. It could be a comment on a post. It could be a direct message about a recent achievement. It could be a bottle of champagne for a new baby. If you take the time to give someone a personalized gift, acknowledgement or compliment -- you win. PS the gift doesn't have to be expensive, just has to be thoughtful.

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Nadège Vallois

Key Account Manager at Scalingo
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Yes, to give value but never forget that this is a give-get situation. I will give you free trial, reference, product sheet, etc... IF you give me information in return that will make my opportunity progress (a new stakeholder, how your validation process works, your timeline, etc.). This helps set you up as a pace maker and not just an orchestrator.

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Mike Herberts

Start more conversations, you’ll get more sales. We send conversation starters in the mail. A book mock up with their name & picture on works well. Or a coconut. We’ll create your *UPSP first, then we’ll get the word out
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Reciprocity and Likeability SHOULDN'T BE IN THE SAME SENTENCE. You can create a genuine sense of obligation by handing over something of 'real' value. But be aware...a rehashed .pdf you found online is NOT going to be viewed as valuable. By using obligation & reciprocity it may then turn into all that other stuff that gurus spout about...you know.. "Rapport building, likability blah blah" BUT...a genuine sense of obligation felt by the prospect will achieve more than any of the OTHER 'STUFF'.

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Alan Lee
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Every potential client exhibits unique behaviors, personalities, and traits, necessitating a versatile strategy tailored to each individual. Despite the need for a multifaceted approach, maintaining authenticity and sincerity remains crucial. Implementing thoughtful gestures like occasion-specific gifts, proof-of-concept discounts, coffee or lunch meetings, and casual drinks can prove advantageous in a business context. These actions contribute to creating a sense of comfort, fostering a higher likelihood of prospects and customers endorsing your services or sharing valuable industry insights with you.

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2 Be genuine and friendly

Another way to use reciprocity and likability in direct sales is to be genuine and friendly with your prospects and customers. This means that you should show interest in them, listen to their needs, compliment them, and express gratitude. You should also avoid being pushy, manipulative, or dishonest. By being genuine and friendly, you create rapport, empathy, and connection. You also make your prospects and customers feel more comfortable, appreciated, and respected.

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moses wepukhulu

sales rep at Agri seedco ltd
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This will indeed create lasting relationships,preferences,respect,support and even working for you by default.New customers will be coming on board as you maintain the old ones..hence more sustainability in profit and volume

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Alex Hazeldine

Partner Enablement Manager at Crayon UK | Ensuring the continued success of our Crayon Channel Partners | PC gamer and all round tech nerd ???
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Hugely agree with this. At the end of the day we are all human beings, going about our lives and trying to get by in the best way we can. It's easy to start seeing the prospects you are talking to as barriers in the way of a sale or customer's as a necessary evil. But by treating everyone you talk to with respect and a friendly approach, you'll be seen and treated in the same way too.

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3 Share stories and experiences

A third way to use reciprocity and likability in direct sales is to share stories and experiences with your prospects and customers. This means that you should tell them how your product or service has helped you or others, how you got started in your business, or how you overcame challenges or objections. You should also invite them to share their stories and experiences with you. By sharing stories and experiences, you create relevance, credibility, and emotion. You also make your prospects and customers feel more engaged, inspired, and motivated.

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4 Customize your approach

A fourth way to use reciprocity and likability in direct sales is to customize your approach to your prospects and customers. This means that you should tailor your message, offer, and follow-up to their preferences, goals, and situations. You should also use their names, ask open-ended questions, and provide personalized solutions. By customizing your approach, you create value, differentiation, and loyalty. You also make your prospects and customers feel more understood, satisfied, and special.

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moses wepukhulu

sales rep at Agri seedco ltd
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Localize your approach ,show understanding of their environment, needs and this will provide a suiting solution..Tailor your solutions ,integrate into their lives to be part of your product or services

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5 Show social proof

A fifth way to use reciprocity and likability in direct sales is to show social proof to your prospects and customers. This means that you should demonstrate that your product or service is popular, effective, and trusted by others. You can do this by showing testimonials, reviews, ratings, awards, or endorsements. You can also use referrals, word-of-mouth, or social media to show social proof. By showing social proof, you create authority, confidence, and desire. You also make your prospects and customers feel more assured, influenced, and eager.

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moses wepukhulu

sales rep at Agri seedco ltd
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Social media is powerful here given the technology endowment,utilise related groups,busines communities, farmers,workers at work places,conferences to develop,excite,cause hunger and anger for your products and services,

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use reciprocity and likability to build better relationships in direct sales?

1

2

3

4

5

6

1 Give value first

2 Be genuine and friendly

3 Share stories and experiences

4 Customize your approach

5 Show social proof

6 Here’s what else to consider

Direct Sales

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How can you use reciprocity and likability to build better relationships in direct sales?

1

2

3

4

5

6

1 Give value first

2 Be genuine and friendly

3 Share stories and experiences

4 Customize your approach

5 Show social proof

6 Here’s what else to consider

Direct Sales

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